where YourServiceSubClassName extend android.app.Service is your java class that is the service. Where com.some.package is the package name, for me both in AndroidManifest.xml and in Java.
Used a javabeat.net article as help, look for <service>

Note also, supposedly between the package name and the class name there should be .service. in the text, I guess this is some convention, but for me this caused ClassNotFoundException that I'm yet to solve.

Then, install your apk. I did from eclipse but also adb install -r yourApkHere.apk should work. Uninstall is adb uninstall com.some.package.name, btw.

It splits the string at the first '/', taking the part before as the package name and the part after as the class name. As a special convenience (to use, for example, when parsing component names on the command line), if the '/' is immediately followed by a '.' then the final class name will be the concatenation of the package name with the string following the '/'. Thus "com.foo/.Blah" becomes package="com.foo" class="com.foo.Blah".